Allure Media partners with women’s lifestyle publisher Kin Community to launch local offering
Women’s lifestyle publisher Kin Community has partnered with Allure Media, publisher of Business Insider Australia, Gizmodo and Lifehacker, to launch its offering in Australia.
Kin Community, founded in 2007, delivers short-form video content, predominantly via social media channels, aimed at inspiring and informing young women with content focused on food, home and DIY categories.
The partnership will see Allure Media become Kin Community’s exclusive media representative in Australia and New Zealand.
Allure Media CEO, Jason Scott, said: “This is an exciting partnership for Allure Media.bKin Community Australia will foster and support new relationships with leading lifestyle content creators and bring world class brand content and marketing solutions to leading local advertisers.
Scott: “Kin Community Australia will be a powerful new way for advertisers and brands to reach consumers”
“The expansion of the global Kin phenomenon into Australia represents a significant opportunity for the considerable depth of talented content creators who are quickly gaining popularity. Kin Community Australia will be a powerful new way for advertisers and brands to reach these deeply engaged consumers.”
Kin Community Australia has established relationships with local content creators, including Ann Reardon (How to Cook That) and Andy and Sonia (AndymetSonia).
Its global creator community includes Rosanna Pansino (Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), Lauren Riihimaki (LaurDIY) and Rachel and Byron Talbott.
Kin Community co-founder and CEO, Michael Wayne, said: “There are over 800 million young women around the world on a journey to define ‘home’ for themselves. Partnering with Allure Media in Australia is a critical step in furthering our mission to inspire and inform this generation through our extraordinary content and creator community.”
Kin Community Australia is expected to launch in September.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Good partnership this I think. Interesting to see how it rolls out.
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